1. G GUIDELINES
Global Code of Conduct JULY 15, 2008

2. Global Code of Conduct
Introduction Choice & Consent
Mobile Marketers respect the right of the user to control which
The Mobile Marketing Association (“MMA”) believes that strong
mobile messages they receive.
consumer privacy standards are essential to the success of mobile
marketing by protecting mobile users from unwanted communi- Mobile Marketers ask for and obtain consent by obtaining an
cations on their mobile devices. explicit opt-in from the user for all mobile messaging programs.
This can be accomplished via an SMS or MMS opt-in process,
It is only through industry support of strong privacy guidelines
a voice response, website registration, other MMA recognized
that the power of mobile marketing can reach its full potential.
methods or other legitimate methods.
Current internet marketing and privacy standards do not ade-
Mobile Marketers must implement consent (opt-in) for a spe-
quately address the specific challenges faced by marketers when
cific messaging program. Consent is not carried into other pro-
marketing through the mobile channel. Strong mobile industry
grams unless the user has consented to such communications
privacy principles will protect the mobile channel from abuses by
either 1) when they consented to the initial program or 2) upon
unethical marketers, and limit consumer backlash and additional
the commencement of a subsequent messaging program.
regulatory scrutiny.
Mobile Marketers must implement a simple termination (opt-
Therefore, the following privacy principles (this “MMA Glob-
out) process so that users can stop receiving messages, and users
al Code of Conduct”, or “the Code”) are intended to guide
must be able to exercise their opt-out choice from any message.
companies within the mobile ecosystem, including but not
This opt-out must be functionally equivalent to the method
limited to: advertisers, aggregators, application providers, car-
used to obtain the opt-in and must be easily discoverable by
riers, content providers, and publishers, (collectively, “Mobile
users. Explanations on how to opt-out of multiple messaging
Marketers”), so that they can effectively, and responsibly, lever-
programs must be provided on a reasonably frequent basis.
age the mobile channel for marketing purposes. The Code
is designed to provide guidelines that all Mobile Marketers Customization & Constraint
should consider and build their mobile programs around. Customization
Note:The Code is not intended to regulate a wireless carrier’s ongoing Mobile Marketers ensure that mobile marketing reflects broad
proprietary communication with its current base of subscribers which customer expectations in any applicable national marketplace.
are already regulated by the applicable national and local law. Marketing through the mobile channel is most effective when
appropriately targeted, and user information collected for mar-
Summary
keting purposes should be used to tailor such marketing to the
This MMA Global Code of Conduct updates the U.S. MMA Code
interests of the user when available.
of Conduct created in 2007, with support from the MMA APAC,
LATAM and EMEA Board of Directors, and aligns the Code with Mobile Marketers must take reasonable steps to ensure that user
generally accepted global privacy principles. information they collect for the purpose of delivering targeted
advertising is handled responsibly, sensitively and in compliance
The Code describes privacy principles for Mobile Marketers that
with applicable law.
choose to use user information to market their products and services
to those users via mobile devices. Constraint
The Code has five categories: Notice, Choice & Consent, Customi- Mobile Marketers should target and limit mobile messages
zation & Constraint, Security, and Enforcement & Accountability. to that which users have requested. Mobile messages should
provide value to the user. Value may be delivered in multiple
Notice ways, including: product and service enhancements, reminders,
Mobile Marketers provide users with Notice. Notice is an eas- sweepstakes, contests, requested information, entertainment, or
ily understandable and quickly discoverable description of the discounts.
terms and conditions of a marketing program. Notice should
include information sufficient to permit a user to make an Security
informed decision about his or her choices on how that in- Mobile Marketers must implement reasonable technical, ad-
formation is used for that marketing program. ministrative and physical procedures to protect user information
collected in connection with mobile marketing programs from
Notice is the fundamental principle in the MMA Privacy unauthorized use, alteration, disclosure, distribution, or access.
Code of Conduct. Mobile Marketers must inform the user of
both the marketers’ identity or products and services offered, Enforcement & Accountability
and the key terms and conditions that govern an interaction The MMA expects its members to comply with the MMA
between the marketer and the user’s mobile device. Global Code of Conduct and has incorporated the Code into
Mobile Marketing Association Version 078 www.mmaglobal.com Page 1 of 2
© 2008 Mobile Marketing Association • USA 1670 Broadway, Suite 850, Denver, CO 80202

3. Global Code of Conduct
applicable MMA Guidelines as they apply to Mobile Market- References
ers operating around the world, including the MMA Con-
The following documents provide additional sources of information
sumer Best Practices (“CBP”) Guidelines, as applicable for
certain national markets. and reference:
Until such time as the Code can be enforced effectively by a • CAN-SPAM
(http://www.fcc.gov/gcb/policy/canspam.html)
third party enforcement organization, Mobile Marketers are
expected to use evaluations of their practices to certify com- • Common Short Code Administration
(http://www.ussshortcodes.com)
pliance with the Code.
• MMA Consumer Best Practices (US)
(http://www.mmaglobal.com/bestpractices.pdf)
Who We Are • MMA Introduction to Mobile Coupons
(http://www.mmaglobal.com/mobilecoupons.pdf)
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global • MMA Introduction to Mobile Search
non-profit trade association established to lead the growth of (http://www.mmaglobal.com/uploads/MMAMobileSearchIntro.pdf)
mobile marketing and its associated technologies. The MMA is • MMA Mobile Advertising Guidelines
an action-oriented organization designed to clear obstacles to (http://www.mmaglobal.com/mobileadvertising.pdf)
market development, establish mobile media guidelines and best • MMA Mobile Advertising Overview
practices for sustainable growth, and evangelize the use of the (http://www.mmaglobal.com/mobileadoverview.pdf)
mobile channel. The more than 650 member companies, repre- • MMA Mobile Marketing Sweepstakes & Promotions Guide
senting over forty countries around the globe, include all mem- (http://www.mmaglobal.com/mobile promotions.pdf)
bers of the mobile media ecosystem. The Mobile Marketing As- • MMA Mobile Search Use Cases
sociation’s global headquarters are located in the United States (http://www.mmaglobal.com/mobilesearchusecases.pdf)
and in 2007 it formed the North America (NA), Europe, Middle • MMA Off Portal – An Introduction to the Market Opportunity
East & Africa (EMEA), Latin America (LATAM) and Asia Pacific (http://www.mmaglobal.com/offportal.pdf)
(APAC) branches. • MMA Short Code Primer
(http://www.mmaglobal.com/shortcodeprimer.pdf)
For more information, please visit www.mmaglobal.com
• MMA Understanding Mobile Marketing:Technology & Reach
(http://www.mmaglobal.com/uploads/MMAMobileMarketing102.pdf)
MMA Privacy Committee
The MMA Privacy Committee was established to develop a set of • Mobile Marketing Association Website
(http://www.mmaglobal.com)
privacy principles for Mobile Marketing. The NA Privacy Com-
mittee, chaired by Chapell & Associates, developed the Code in • Telephone Consumer Protection Act
collaboration with representatives from the following entities: (http://www.thedma.org/guidelines/tcpa.shtml)
• TRUSTe
(http://www.truste.org)
MMA Privacy Committee
Ad Infuse Microsoft (MSN and U.S. Cellular Corp.
Windows Live)
Contact Us
AOL LLC Motricity VeriSign, Inc.
For more information, please contact:
AT&T Mobility Neustar, Inc. Verizon Wireless Mobile Marketing Association
Acxiom Corporation Pelago, Inc. Vindigo Email: mma@mmaglobal.com
Chapell & Associates Proctor & Gamble Wired Assets www.mmaglobal.com
iLoop Mobile, Inc. Qualcomm Xiam
ipsh! Safecount Yahoo! Glossary of Terms
InfoSpace txtGroups, Inc. Zoove The MMA maintains a nomenclature glossary of all terms for
the mobile marketing industry. The glossary is available at:
The Global Code of Conduct has also received endorsement http://www.mmaglobal.com/glossary.pdf.
from the MMA Regional Board of Directors in APAC, EMEA
and LATAM.
Mobile Marketing Association Version 078 www.mmaglobal.com Page 2 of 2
© 2008 Mobile Marketing Association • USA 1670 Broadway, Suite 850, Denver, CO 80202

4. The Mobile Marketing Association (MMA) is the premier global association that strives to stimulate the growth of mobile
marketing and its associated technologies. The MMA is a global organization with over 650 members representing over forty
countries. MMA members include agencies, brands, content providers, hand held device manufacturers, operators, technology
enablers, market research firms, as well as any company focused on the potential of marketing via mobile devices.